H&M Invests in CO2-Based Clothing Tech

Sustainable Fashion Revolution

The fashion industry is notorious for its staggering waste problem, with a garbage truck of textiles discarded every second. Moreover, the industry generates more carbon pollution than international flights and maritime shipping combined. To combat this, companies like H&M are exploring innovative solutions to reduce their environmental impact.

One such solution is the technology developed by startup Rubi, which enables the production of clothing from captured carbon dioxide. Rubi's co-founder and CEO, Neeka Mashouf, explains that the company's technology utilizes the machinery of biology outside of the cell to create the building blocks of lyocell and viscose. This groundbreaking approach allows companies to produce products from CO2, significantly reducing their reliance on fossil fuels.

Raising Funds for a Sustainable Future

Rubi recently secured $7.5 million in funding to develop a demonstration-scale cellulosic production system. This system is designed to produce tens of tons of material using CO2 as its primary ingredient. The funding round was led by AP Ventures and FH One Investments, with participation from CMPC Ventures, H&M Group, Talis Capital, and Understorey Ventures.

The startup has already booked over $60 million in non-binding off-take agreements with several partners, including H&M, Patagonia, and Walmart. Rubi has also collaborated with 15 pilot partners to test its material, demonstrating the potential for widespread adoption in the fashion industry.

The Science Behind Rubi's Technology

Rubi's innovative approach involves using enzymes to produce cellulose for lyocell or viscose. This method differs from other startups, which often rely on engineered bacteria or chemical catalysts to transform carbon dioxide into cellulose. By leveraging enzymes, Rubi can produce cellulose that is textile-grade, a significant advantage in the fashion industry.

The textile and raw material supply chains are very long. Here in the U.S., we've gotten interest in being able to actually produce cellulose pulp that's textile grade, where that doesn't exist today.

The Enzyme Industry: A Key to Sustainability

The enzyme industry is a massive and established sector, with applications in the production of high fructose corn syrup and wastewater treatment. Rubi's use of enzymes to process waste carbon dioxide is a low-cost and efficient solution for producing cellulose. The company has employed AI and machine learning methods to enhance the efficacy and stability of its enzymes.

Rubi's production process involves a cascade of enzymes that convert carbon dioxide into cellulose. The enzymes float in an aqueous solution, and as CO2 is added, white cellulose appears inside the reactor within minutes. The reactors are designed to fit inside shipping container-sized modules, making them easily deployable and scalable.

A Platform for Sustainable Materials

Rubi's technology has the potential to revolutionize the fashion industry by providing a sustainable and low-cost alternative to traditional materials. While the startup is initially targeting apparel companies, its long-term goal is to provide cellulose to any industry that uses it. As Mashouf explains, this is a platform to make all the important chemicals and materials across the economy in a low-cost way.

In conclusion, Rubi's innovative technology has the potential to transform the fashion industry by providing a sustainable and low-cost solution for producing clothing from captured carbon dioxide. With the support of investors like H&M, Rubi is poised to make a significant impact on the environment and the fashion industry as a whole.